Influence of Consumers’ Temporary Affect on Ad Engagement: A Computational Research Approach
研究通过分析2019年超级碗期间观众实时情感波动与广告推文互动，发现消费者临时情感状态显著影响其对不同类型广告的参与，正面情感者更倾向高语义亲和广告，负面情感者更倾向正面情感广告。
This study examined the influence of consumers’ temporary affective states during ad exposure on their engagement with different types of ads that are categorized based on theoretically derived attention-grabbing characteristics. A computational research approach was used, cross-analyzing proxy measures of real-time affective fluctuation of viewers during the 2019 Super Bowl broadcast and their tweets regarding the ads aired during the Super Bowl. The results demonstrated significant impact of consumers’ temporary affective states, induced by the performance of the team they cheer for, on their engagement with different types of ads, even when they were exposed to the same set of ads during commercial breaks. Specifically, consumers in the positive affective state showed greater tendency to be drawn to engage with high semantic-affinity ads than those in the negative affective state. Consumers in the negative affective state showed greater tendency to be drawn to engage with more positively valenced ads than those in the positive affective state. This study provides theoretical contributions regarding the role of consumers’ affect in their engagement with ads and practical implications for ad targeting and ad placement strategies based on consumers’ temporary affect.